The glue binding your customers to you isn’t as strong as you think it is. 71% of B2B customers report being willing to switch suppliers whenever necessary. The key to eliminating strategic account defections is to become essential to your customers.



SAMA Academy Online
October 5-November 3, 2022

SAMA Academy San Diego
October 17-20   |   In person

2022 SAMA Global Summit
October 26-27 | Virtual

Account Management Skills for Sales
October 11-November 15

SAM Solution Center
Tools, resources and knowledge from experts in the SAMA community.


Knowledge & best-practice sharing

The SAMA community comprises the largest, most diverse community of strategic accounts practitioners in the world, and we mine them continuously for insights and emerging practices.
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Tools to benchmark your program or strategic account managers

Need real data to justify and/or guide investment in your strategic account management initiative? Our individual competency assessment and SAM program assessment will show how you compare to hundreds of other global B2B companies in our database.  Get started


The best strategic and key account managers outperform average ones by a factor of 3X. We have trained thousands of SAMs, KAMs and GAMs to produce outsize growth and profitability by delivering differentiating value to their customers.  Learn more

Connections that matter

Whether you are looking for the what, the how or the who, SAMA can connect you with SAM practitioners who have overcome the exact challenge(s) you’re facing. It’s literally what we’re here for.
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You might like:

Best Practices for Creating Creative Immunity

These are unusual times, where access to our customers is limited and our skills are inhibited. The importance of the strategic account manager has never been higher, and the pressure has never been greater. We have to renew, extend and expand our customer relationships, fighting the inevitable pressure on margins. At the same time, our competitors are more aggressive than ever. We have to create competitive advantage, but a virtually delivered QBR isn’t going to cut it.   Watch now.

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Value First Then Price: How to Engage Your Customer in a Discussion of Value

Price will be always part of the discussion. However, there are sales, marketing, pricing and negotiation strategies and programs than can help drive the discussion to Value First Then Price. Companies that are able to do this are 36 percent more profitable than ones that take a “make it up in volume approach.” And companies that buy based on best-measured value are 35 percent more profitable. We need to remind and demonstrate to our key accounts that both buyer and seller can be better off focusing on Value not Price.   Watch now.

SAMA Academy:

Find what works for you on the 2022 calendar!

SAMA Academy is designed to transform your good SAMs into great ones. Offered throughout the year, in-person and live online, these skill-building courses enhance and expand capabilities in specific areas shown time and again to lead to superior business results. Recommended for SAMs, their extended teams and SAM program leaders, many of the workshops offer credit toward SAMA’s Certified Strategic Account Manager (CSAM) program.    Learn more.

“SAMA provides us access to best practices, training and research in the areas of strategic account management from innovative selling organizations, including our own successful customers who are members as well. Corporate membership has proven to be an excellent investment in building and sustaining a world-class global sales force.”



New & Noteworthy:

2022 SAMA Annual Conference
On-demand now available!


Online Training:



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